Wednesday, June 25, 2014

FIR on Higher Education #13: An Interview with Fortune Managing Editor Andy Serwer

Have an interesting pitch that might resonate with a reputable publication like Fortune Magazine / fortune.com? In episode 13 of FIR on Higher Education, Fortune managing editor Andy Serwer talks about how to approach this.

Andy also discusses the state of business journalism in 2014, how Fortune is innovating and its split from Time Inc.

Among his advice to commentators and professors on conducting interviews: “Have a focused idea. Have a real voice and have something that is differentiated. People’s attention spans are shorter and shorter and so you have to keep things succinct. There is a rythmn to having a conversation or interview.”

To PR professionals, he advises: “Do your homework. People write me and say ‘Dear Andrew’. That is my name but no one calls me that. When someone sends me that, it shows they don’t know me.”

After the interview, I provide a short report on Serwer’s actual talk to students at UNC School’s of Journalism, while technology correspondent Harry Hawk discusses how Facebook advertising can be leveraged by higher education communicators during crisis situations.

About Andy Serwer

Andy Serwer, the managing editor of Fortune, was named one of the 100 most influential business journalists of 2007 by NewsBios.com. Serwer is based out of Time Warner’s New York City office.  He has been managing editor at Fortune since November, 2006.

Shortly after graduating from Bowdoin College in 1981, Serwer joined the magazine as a reporter in 1984 and was later promoted to associate editor. Between 1995 through 1998, Serwer held the position of senior writer for the magazine. During his tenure at the magazine, he wrote a number of cover stories including ones on Bill Gates, Larry Ellison, John Chambers, Cisco Systems, among many others.

Before becoming managing editor of Fortune, Serwer was a regular contributor on CNN’s “American Morning”, and was a co-host of CNN’s “In The Money”. He has also appeared on ABC’s Good Morning America as well as a number of other national television shows including “The Today Show” and “The Tony Danza Show”. He has also written for Time, Sports Illustrated and SLAM Magazine.

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About Your Host

Kevin AnselmoKevin Anselmo is the Founder and Principal of Experiential Communications, a consultancy focused on education. He helps brands within academia - whether individual or corporate - communicate with stakeholders. He also teaches communications and public relations workshops to different individuals and groups.

Previously, Kevin was Director of Public Relations for Duke University’s Fuqua School of Business and prior to that managed the media relations for IMD Business School in Switzerland. In addition, he was an adjunct communications professor at Nyack College in New York.

Currently based in Chapel Hill, North Carolina, Kevin lived and worked in Switzerland for eight years and in Germany for two years. He has led public relations initiatives in various countries around the world.

Find Kevin on Twitter: @kevinanselmo.

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FIR on Higher Education is brought to you with Lawrence Ragan Communications, serving communicators worldwide for 35 years. Information: www.ragan.com.

Posted by Kevin Anselmo on 06/25 at 02:24 PM
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